Table of Contents
Overview
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- What you need to know
- Areas covered in this report
Executive Summary
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- The market
- Spending and inflation
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- Figure 1: Germany: spending on personal care products as % all consumer spending 2011-17
- Figure 2: Germany: consumer price inflation on personal care products and services, annual % change, January 2016-November 2017
- Sector size and forecast
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- Figure 3: Germany: cosmetics and perfumery retailers’ sales as % all non-food retailers’ sales, 2012-17
- Channels of distribution
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- Figure 4: Germany: estimated channels of distribution for beauty and personal care products, 2017
- Companies and brands
- Drugstores dominant
- Market shares
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- Figure 5: Germany leading specialists’ shares of all cosmetics and perfumery specialists’ sales, 2017
- Online
- The consumer
- Beauty and personal care products purchased
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- Figure 6: Germany: BPC products bought in the last 12 months, November 2017
- Online and in-store shopping for beauty and personal care products
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- Figure 7: Germany: in-store vs online shoppers for beauty and personal care products, November 2017
- Where beauty and personal care products are purchased
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- Figure 8: Germany: where beauty and personal care products were purchased, November 2017
- Attitudes to buying beauty and personal care products
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- Figure 9: Germany: attitudes to buying beauty and personal care products, November 2017
- What we think
Issues and Insights
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- Is there a crisis building in the drugstore sector?
- The facts
- What it means
- Just how big a challenge is online?
- The facts
- The implications
The Market – What You Need to Know
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- Personal care spending losing share of all spending
- Signs that the drugstore sector is going ex-growth
- Inflation above average
- Drugstores by far the biggest players
Consumer Spending
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- Figure 10: Germany: consumer spending on beauty and personal care (incl. VAT), 2012-17
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Product Market Breakdown
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- Figure 11: Germany: main beauty and personal care markets, spending (incl. VAT) 2012-17
- Figure 12: Germany: main beauty and personal care markets, forecast spending (incl. VAT) 2018-21
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Sector Size and Forecast
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- Drugstores gaining share
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- Figure 13: Germany: health & beauty specialists, sales (excl. VAT), 2012-17
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- Figure 14: Germany: health & beauty specialists, sales forecasts, excl. VAT, 2018-22
Inflation
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- Figure 15: Germany: consumer prices of personal care items, annual % change, 2012-17
- Figure 16: Germany: consumer price inflation on personal care products and services, annual % change, January 2016-November 2017
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Channels of Distribution
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- Specialists dominant
- Department stores struggling
- Supermarkets not a major force
- Online and other non-store
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- Figure 17: Germany: estimated channels of distribution for spending on beauty and personal care products, 2017
Companies and Brands – What You Need to Know
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- Drugstores dominant
- Three retailers share 85% of the market
- Online takes 7% of the market
Leading Players
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- Drugstores dominant
- Specialists growing as well.
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- Figure 18: Germany: leading beauty specialists, sales, excl. VAT, 2013-17
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- Figure 19: Germany: leading beauty specialists, outlets, 2013-17
- Figure 20: Germany: leading beauty specialists, sales per outlet, 2013-17
Market Shares
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- Figure 21: Germany: leading specialists’ shares of all beauty and personal care specialists’ sales, 2013-17
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Online
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- Online usage
- Shopping online
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- Figure 22: Germany: online buyers in last 12 months in key sectors, 2011-17
- Online sales and leading online players
The Consumer – What You Need to Know
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- Almost everyone beauty and personal care products
- Almost all purchasers buy at least something instore.
- Drugstores the most used retailers
- Attitudes to buying beauty and personal care products
Beauty and Personal Care Products Purchased
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- Beauty and personal care products widely bought.
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- Figure 23: Germany: BPC products bought in the last 12 months, November 2017
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- Figure 24: Germany: BPC products bought in the last 12 months, by gender, November 2017
Online and In-Store Shopping for Beauty and Personal Care Products
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- Figure 25: Germany: in-store vs online shoppers for beauty and personal care products, November 2017
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- Figure 26: Germany: profile of online and in-store buyers of beauty and personal care products, November 2017
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Where Beauty and Personal Care Products Are Purchased
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- Figure 27: Germany: where beauty and personal care products were purchased, November 2017
- Customer profiles
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- Figure 28: Germany: usage of retailers for buying beauty and personal care products, by average age and income, November 2017
- Where people shopped and what they bought
- Products and drugstores
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- Figure 29: Germany: purchasers of BPC products by drugstores and specialists, November 2017
- Products and other retailers
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- Figure 30: Germany: purchasers of BPC products by food retailer, department store and pharmacies, November 2017
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Attitudes to Buying Beauty and Personal Care Products
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- Figure 31: Germany: attitudes to shopping for beauty products, November 2017
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- Figure 32: Germany: profile of those agreeing with the attitude statements, November 2017
- Attitudes to buying beauty and personal care products by shops used
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- Figure 33: Germany: attitudes to buying beauty products by retailers used, November 2017
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
The Body Shop
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- What we think
- Distinct USP suffered under the weight of L’Oréal ownership
- Mobile-first e-commerce platform roll-out
- Shop-in-shop deal with El Corte Inglés an opportunity to attract more customers
- Company background
- Company performance
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- Figure 34: The Body Shop - Retail sales: Group financial performance, 2012-16
- Figure 35: The Body Shop: Estimated UK sales performance, 2012-16
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- Figure 36: The Body Shop - Retail Sales: Estimated outlet data, 2012-16
- Retail offering
dm-Drogerie Markt
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- What we think
- Online
- Stores and investment
- Company background
- Company performance
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- Figure 37: dm-Drogerie Markt: group sales performance, 2012/13-2016/17
- Figure 38: dm-Drogerie Markt: outlet data, 2012/13-2016/17
- Retail offering
Douglas Group
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- What we think
- Strengthening market position in Spain and Italy
- Transforming the online beauty shopping experience
- Enhanced loyalty card to win new customers
- In-store events to help drive footfall in German shops
- Targeting men with new skincare products range and dedicated in-store spaces
- Company background
- Company performance
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- Figure 39: Douglas Group: group sales performance, 2012/13-2016/17
- Figure 40: Douglas Group: estimated outlet data, 2012/13-2016/17
- Retail offering
Kiko Milano
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- What we think
- 20-year celebration leads to collaboration with Vogue Italia
- KikoID opens in Milan
- #kikotrendsetters
- New CEO
- Company background
- Company performance
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- Figure 41: Kiko Milano, Group sales performance, 2012-17
- Figure 42: Kiko Milano, estimated outlet data, 2012-17
- Retail offering
Lush Retail
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- What we think
- Bigger and better shops
- New app and virtual shopping assistant to boost customer experience
- Expanded payment option with Bitcoin digital currency
- Company background
- Company performance
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- Figure 43: Lush Retail Ltd: Group financial performance, 2012/13-2016/17
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- Figure 44: Lush Retail Ltd: Outlet data, 2012/13-2016/17
- Retail offering
Müller
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- What we think
- Looking for sales growth opportunities outside Germany
- Demand for natural cosmetics fuelling sales growth
- Non-beauty offering dragging down total sales
- Company background
- Company performance
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- Figure 45: Müller: group sales performance, 2012/13-2016/17
- Figure 46: Müller: outlet data and estimated sales per outlet, 2012/13-2016/17
- Retail offering
Rossmann
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- What we think
- Expanding own brand and exclusives to give differentiation
- Using influencers to increase appeal to younger buyers
- Online proves a challenge
- What next?
- Company background
- Company performance
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- Figure 47: Rossmann: Group sales performance, 2013-17
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- Figure 48: Rossmann: Outlet data, 2013-17
- Retail offering
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